Evaluation of Potential Names & Logos for Health Care Foundation
The Ottawa Regional Health Care Foundation (ORHCF) wanted to conduct a series of focus groups to evaluate a number of potential names and logos that the Foundation was considering. This research was in support of a major re-branding and communications initiative about to be undertaken by the Foundation.
Four focus groups were conducted in Ottawa in English. Two groups were conducted with potential corporate donors, one with funding recipients (representatives of organizations that receive funding from the ORHCF), and one with the general public. The general public group comprised participants who had made charitable donations within the past year (with a mix of ages, education levels, and an approximate gender split). The potential corporate donors groups comprised representatives of firms with 50 or more employees from a mix of sectors. Individuals representing corporations all had personal involvement in charity-related decisions made by their firm. Recruitment employed lists provided by the client and business directories.